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Chapter 7. Pay-For-Placement > The Challenges of Pay-For-Placement

The Challenges of Pay-For-Placement

Ok, with so many advantages to PFP advertising, you're ready to sign up and watch your listings go live this weekend, right? Yes, there are a lot of benefits for first-time search engine advertisers and experienced marketers. But with this instant traffic delivery system and the increase in advertisers using it, there are several ways to quickly bleed time and money. Understand what challenges await you and get ready to respond to obstacles.

The Battle with Editors for Ad Approval

Because it's painless for companies to bid for thousands of premium keyword positions, there's the potential of companies bidding on nonrelevant terms. What happens if web users see what they consider to be junk results on a PFP engine, or one of their partner sites? You got it; they'll stop using that search engine. Therefore, as a way of maintaining the integrity of their search results, PFP editors are tough when it comes to approving sponsors' ad listings.


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